Web Analytics

Web Analytics Final Paper Requirements
TOPIC:
Write a paper on the importance of one of the following topics within web analytics in relation to a company / brand’s integrated marketing strategy. (You may review a brand’s overall strategy or focus on a specific campaign or effort) The topics can be:

1.Custom Reporting
2.Insights and Analytics
3.A/B Testing
4.Audience Segmenting
5.SEO and SEM (Organic OR PPC)
6.Website Design (UX / UI)
7.Data in Marketing
Please choose ONE.
DETAILS:
• Word document – 12pt font, Times New Roman
• Completely thought out – no less than 3 pgs (margins 1 inch)
• Double-Spaced
TO INCLUDE:

Within your paper, please include the following:
• Include an introduction of the brand and why you are writing this

• An analysis of the brand’s marketing communications&discuss the objectives you identify in your analysis and how your metrics will help them reach their objectives
Note: a metric is a number, you need to identify the metrics, i.e. how many avg. time on page each customer stay, # of pageviews, how many time on site, how many pages/visits, how many visits, etc. There are also many other metrics and please give specific numbers)

• Feature 4 analytics metrics&why they are important to measure

• Discuss the target audiences for your project and identify research on their digital habits to track and measure
• Include a recommendation of an objective and metrics for future learnings for the company/brand based on the 4 metrics you’ve already discussed

Please choose one company that is not too small and make sure it has been heard by everybody, i.e. Zara, Amazon, Best Buy etc.
Note: Please DO NOT write anything that is not relevant to the questions above, i.e. define some terms. Make sure you answer those questions directly to the point.

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